Marketing Planning and Performance in an ABM World

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One of the hottest topics in enterprise B2B, account-based marketing (ABM) represents a shift in approaching prospects at key accounts rather than the age-old practice of demand creation at large. With it comes a fundamental change in how marketing organizations plan and execute marketing programs—taking into consideration key buying centers for maximum impact. ABM serves to align marketing with sales objectives for more precise execution on revenue outcomes. When it comes to ABM strategy, start-up advisor Jason Hekl and ZenIQ CEO Srihari Kumar are seasoned professionals.

In this webinar, you’ll learn Hekl’s approach to planning and executing for marketing performance using ABM tactics. Kumar will share how ZenIQ's platform supports an account-based vision and allows for execution fueled by data and artificial intelligence. Presenting the discussion is Hive9 CEO Darin Hicks, who will cover how Hive9 Marketing Performance Management (MPM) can help organizations plan, budget and gauge the performance of ABM programs. You’ll leave the webcast with both strategic and actionable best practices for deploying an ABM strategy and ensuring revenue outcomes.

Takeaways will include:

  • Planning adjustments needed for ABM deployment
  • Identification of account-based targets and buying centers
  • Marketing execution using an account-based strategy
  • Ensuring ABM performance and revenue outcomes

About Jason Hekl

Jason Hekl is a leading marketing influencer and B2B advisor. With over 20 years of experience in high-growth enterprise software and SaaS solutions, he is an expert in modern marketing. For half a decade, Jason was Vice President and Group Director of the Demand Services division at analyst firm SiriusDecisions. Prior to that, he was VP of Marketing Bay Area software companies Coupa and InQuira.  Jason holds an MBA from the Ross School of Business at the University of Michigan and a BA in Economics from the University of Delaware.

About Srihari Kumar

Srihari Kumar is the CEO and founder of, the Account Based Marketing Orchestration platform to run SmartPlays - account based plays that align marketing and sales actions. A serial entrepreneur with a string of successful startups that have a combined market value of over $1 Billion, Srihari has been on a mission to apply data science and artificial intelligence to radically simplify the world of B2B marketing. Srihari holds an MBA from the Wharton School of Business and an MS in Computer Science from Washington University, St. Louis.